Parenting Simplified
Co-founder, 2013
Sippy cups have trended towards more and more complexity in an attempt to create the perfect sippy cup. What if simplicity could be the answer? This challenge lead us to a key insight — it’s not a smarter cup system that parents need, it’s a smarter lid. We introduced our universal sippy cup lid, SipSnap, on Kickstarter and with $130k in funds we launched our company Double Double to make smart, simple, and sustainable products to better help parents do their jobs. The SipSnap brand expanded to include 10 skus and in 2016 we licensed the IP out globally to Boon, Inc under the brand SNUG. The SipSnap license is approaching it’s 10th year and includes customers such as Walmart, Target, and MoMA.
Awards
Red Dot
Family Choice
NPRs All Tech Considered Innovation of the Week
Patent
US 9848721
Branding Strategy
Children are the doubles of their parents and vice versa. Double Double needed a brand identity that reflected our regard for the needs of both kids and parents. The navy, serif font is the adult and the bright blue, sans-serif is the kid. By selecting a white background, the color of our products would define the palette and the faces of children would define the mood.
Double Double was designed to be an umbrella brand in the category of children’s and parenting products. This allowed for the development of sub-brands that could be sold or licensed off. SipSnap is the pilot brand for Double Double.
Branding by Andrew Cloutier
Design Thinking
We didn’t set out to make just another cup; we set out to solve a real problem. Images of mold filled sippy cups were surfacing. Through early prototypes and sketches, we explored multiple sippy cup concepts and quickly learned from hands-on feedback sessions with local mom groups that parents didn’t want more parts to wash or lose. By pivoting to a universal lid, we landed on a solution that could transform any cup in the kitchen. We continued testing and refining, until we had a product families truly loved. Even post-launch, we nurtured a SipSnap Family cohort—parents who gave detailed feedback, often on what went wrong—and turned them into our super testers for new products.
Product Market Fit
Since we were bootstrapping our company, we made one important rule: only move forward when we were certain we had a product with a large market, strong appeal, a sharp price point, and a clear competitive edge. Kickstarter was our proving ground—raising $130K confirmed not just demand, but excitement. Those first 500 customers were a living beta test, helping us fine-tune details before rolling out more widely. By EOY 1, we surpassed $1M in sales and by EOY 2 we had secured a licensing deal, proving that a simple idea, when tested and validated thoughtfully, could outperform even the most engineered alternatives.
Packaging Evolution
Our packaging strategy evolved with our channels. For Kickstarter, simplicity ruled: low-cost, durable, easy to ship worldwide. As we built out our e-commerce shop, we introduced more expressive graphics and unboxing moments that mirrored the delight of the product inside. Finally, our mass retail packaging shifted to a peggable trapped blister, balancing shelf appeal with theft resistance and retailer requirements. Each stage was a deliberate optimization—aligning brand expression with operational efficiency and retail realities.
